Dubai, United Arab Emirates: From 13 to 17 October, fashion, beauty, and art will all come to life through a series of glittering World of Fashion celebrations as Mall of the Emirates welcomes its latest Autumn Winter 2020 fashion arrivals in the Central Atrium.
Dubai’s most exciting fashion event, World of Fashion is a glamorous celebration of style, design and all things haute couture. The five-day gathering brings the fashion sphere’s marquee names, biggest brands, and most popular influencers together to spotlight the latest trends and industry developments. Mall of the Emirates will also host the Arab Woman Awards 2020 in celebration of female achievement. With social distancing guidelines in place, the event offers a variety of experiences including artsy music, fashion videos and streamed Q&A sessions with renowned fashion experts. These events are enlivened by the activities and fashion installations developed by the expert fashion editorial team at Harper’s Bazaar.
Mall of the Emirates’ World of Fashion video showcases the mall being transformed into a grand stage for a one-of-a-kind after-hours fashion show. Titled A Night at the Mall, the unique production will come together as a hallmark fashion-meets-music video featuring top fashion personalities, models, and notable Arab women wearing a selection of Autumn Winter 2020 looks as they take over the flagship mall.
These include exclusive and inspiring video sessions featuring VIP attendees and high-profile personalities from across the worlds of fashion, beauty, and lifestyle. Sandra Choi, Creative Director of the Malaysian luxury-shoe brand Jimmy Choo, will share the inspiration behind the brand’s latest designs.
Nada Abu Saab, Marketing Director at Majid Al Futtaim - Shopping Malls, said: “World of Fashion is back for an eleventh year. We’ve curated a modern, multi-platform celebration to showcase the new shopping and customer experiences we have been developing, while offering shoppers, fashion lovers and industry insiders an immersive platform to connect, network and entertain themselves.
We’re proud of the role Majid Al Futtaim is playing in pioneering such unique experiences, as we continue to be a leader for retail innovation. We’ve worked hard to ensure that our multifaceted World of Fashion programme offers both live and virtual experiences — a testament of our ability to adapt and evolve in current times without compromising on the experiences we offer. Our priority is to keep our customers safe while still giving them access to forward-thinking and distinctive fashion and beauty showcases. With masterclasses, exclusive product reveals, and expert Q&A sessions to be held over the next few days, World of Fashion is the perfect introduction to the upcoming Autumn Winter 2020 collections.”
The event will be comprised of four segments representing the themes of Evolution, Elevation, and Empowerment. Guests can also take part in and attend a full programme of interactive in-person experiences hosted by celebrated luxury brands such as Gucci, Swarovski, and Christian Louboutin. At the Gucci Fragrance Masterclass, attendees will witness the process of selecting smells alongside a mixology demonstration. The Kids Party invites mothers and daughters to make fashionable choices together as they flip through a selection of children’s looks while creating stunning arts and crafts figures. Meanwhile, a live interview with Zeinab Al Hashemi, the creator of Swarovski’s refractive art installation and the Christian Louboutin latest AW selection, allows guests to admire the style and craft of the new season’s collections.